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MUMBAI: Aiming to steer the ship out
of troubled waters, the new team at
Sony Entertainment Television (SET)
is on its course to correct the
programming strategy of the channel.
It has now reshuffled its programming
to move one of its popular shows ‘Itna
Karo Na Mujhe Pyaar’ to the early
primetime slot of 6:30 pm.
From 26 October, the Balaji Telefilms
show that has been running for almost
a year now at 10:30 pm will be shifted
to a much earlier time band. As a
result, SET will be opening up a new
slot for original programming at 6:30
pm.
It is interesting to note that
presently the original programming on
the channel commences at 8 pm with
the mythological ‘Sankatmochan
Mahabali Hanuman’. With ‘Itna Karo
Na Mujhe Pyaar’ shifting to 6:30 pm,
there will be a one-hour gap (7–8 pm)
where the channel will be airing
repeats.
But SET has two new shows on the
anvil. Season 2 of its popular family
drama ‘Parvarrish’ and the couple-
based reality show ‘Power Couple’.
Although the date and time band of
these shows are yet to be announced,
viewers can expect one show to be
placed in this slot.
SET also recently changed its
primetime programming by launching
‘Pyaar Ko Ho Jaane Do’ at 9 pm from
Monday to Friday, replacing a
relatively new ‘2025 Jaane Hoga
Kya’.
In a recent interaction, MSM CEO NP
Singh had told TelevisionPost.com
that the channel is reorienting itself
back to the core positioning.
“I think in the next six months there
will be a big surge in the channel’s
viewership. We have a ready slate of
fiction and non-fiction properties,
plus movies and events in the
pipeline,” he had stated.
Meanwhile, the Monday- Thursday
10:30 pm slot will now be occupied by
one of SET’s most popular crime
shows, ‘Crime Patrol Satark’. From
26 October, the show will air on all
seven days of the week, featuring
new episodes every day. From Friday
to Sunday, the show will air at 11 pm
as the channel’s longest running show
‘CID’ is placed at 10-11 pm during
these three days.
In June this year, Singh had said that
‘Itna Karo…’ was performing well for
the channel, and it was the kind of
show that resonates with female
audiences, whom they were trying to
rope in as the channel had a male
skew.
But with this change in the time slot,
a few questions crop up. With BARC’s
rural ratings up for release, the
question is if SET has shifted ‘Itna
Karo…’ to help get more audiences
from rural areas or to push out the
show because it has been losing
ratings.
Moreover, ‘Crime Patrol’ has always
resonated well with the male TG, one
which SET has plenty of. Singh had
also recently admitted that SET has a
strong male bias and efforts were on
to get more female audiences.